User acquisition efforts simply are not what they used to be for brands, largely due to a long list of recent changes. On the customer’s side, there have been lifestyle pivots, including an end to quarantines and shelter-in-place orders. From the business side, changes between ad networks and operating systems led to lower return on ad spend (ROAS) and decreases in scalability.
The question is, what are growth teams supposed to do going forward, as it’s obvious that previous efforts are no longer fitting the bill? Brands that were living it up during the course of the pandemic need to figure out how to build up the momentum and scale fast, before entering the danger zone. So, what’s left?
